“Consumers don’t want choice, they want guidance” was UM Worldwide global CIO Chad Stoller’s astute observation at the Mumbrella Travel Marketing Summit recently.
Referring to that as a “dirty secret”, Stoller explained that choice overload – where too many choices can lead to decision paralysis and result in less sales – is bad news for brands. To cut through to consumers, brands must be relevant – and emotions are a shortcut to that, especially for the travel sector.
“Traveling for pleasure is a highly emotional experience,” he said, revealing that UM recently did a study to capture insights into the...